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Chris Burch is backing another fashion brand for the women in his life. The man who helped establish labels for ex-wife Tory Burch and girlfriend Monika Chiang is now helping out two other ladies—his daughters, Pookie and Louisa. The sisters, 29 and 24, are launching a womenswear label called Trademark, and the debut collection will include over 100 pieces of ready-to-wear, jewelry, bags, and shoes.
Their first store will open on Grand Street in Soho this February. Though WWD didn't provide the full address, it can't be too far from stepmom Tory's construction project at 151 Mercer Street, where the designer is building an entirely new five-story store for herself.
Pookie, who's real name is Alexandra, clarifies that the name Trademark isn't "a sly reference to the contentious Burch vs. Burch legal battle of last year, in which one of the key issues at hand was C. Wonder's alleged copycatting of Tory Burch products." The sisters explain that the name centers around the idea of a signature look, and most of the clothes reflect that to some extent—think classic shapes with a bit of a color twist (the colors aren't the typical Burch brights of yellow and orange).
The brand's website hasn't launched yet, but they're taking email addresses on the home page.
· Trademark: Another Fashionable Branch in the Burch Family Tree [WWD]
· Tory Burch Confirmed for Soho Store With Potential Roof Garden [Racked NY]
· Breaking: Tory Burch Will Replace Shuttered MercBar [Racked NY]